The devil really does exist in the detail.

 From the length of the grass, slick gelled hair, and disheartened crossing of arms – just some of the noted details that help provide the tone and context for who a product is for and why.

Brand examples from Barclays to Durex, highlighted how much we, as viewers, can understand visually with as little text as possible. Not only do the details provide context for a product, the combination of all the elements contribute towards the brand’s values. What the brand chooses to show or not show heavily influences the brand’s identity. When people buy into products they are also buying into the meaning the brand is putting forward.

Most importantly, for a brand to stand out in a world of constant bombardment of visual and sensory information, it needs to cut through the noise. A more unexpected signifier leads to a more salient and memorable message.

As we enter an age in which it’s finally ok for women to do a few of the things that men can do… we are only too aware of the history of gender stereotyping and the palpably slow progress. It comes as no surprise therefore, how attitudes in advertising over the last 100 years have played a key roll in maintaining this social construction. “Men are rugged, brave and industrious; Women are caring, beautiful and dainty” – twas ever thus. Perhaps if depictions in the media had evolved sooner, our society might have too.

With all this in mind, we decided to see how much we could change the narrative of our image together through adding or subtracting signifiers from the original. 

The first person to list all 30 signifiers in each picture wins a signed t-shirt from us.

Richard and Niamh

@evenniamhens

@RichardShanksTV